Monster High Dolls

Monster High Dolls

The biggest doll launch of the year took place on April 1st, sparking a craze amongst girls, as the "frighteningly fashionable" Monster High™ dolls were launched, in Australia.

The Monster High dolls were launched internationally last year in selected global markets and have already sold out in Mexico, Spain, Canada, UK and Germany. They are also one of the top-selling toys in the US. Monster High has already attracted a huge following on social media and boasts more than 260,000 fans on Facebook. In addition, the Monster High music video broke 1.5 million views in three days, making it the most watched video of that weekend.

Business Manager Toys, Leisure and Books at Target Australia, Lisa Sweeney, is expecting similar success for Monster High in Australia: "Target believes Monster High will be one of our biggest sellers this year, in fact, we're expecting the first shipment of Monster High dolls to sell out quickly. We'll be holding special events in-store over the first weekend to encourage girls to get in quick to avoid disappointment."

Of the launch, Senior Marketing Manager Girls & Boys Brands, Mattel Australia & New Zealand, Amanda Allegos says: "Monster High has already experienced phenomenal success and we're thrilled to bring it Down Under in 2011. With Monster High, we've managed to successfully build on the popular themes from the likes of the Twilight saga and Vampire Diaries, but in a more relatable and refreshing way. Monster High is all about celebrating individuality combined with fun, friends and fashion and we're sure it's going to be a big deal for girls in Australia and New Zealand this year and beyond."

The Monster High brand was created in its entirety by Mattel, and is now one of the fastest-growing brands in its stable. Aimed at a target audience of girls aged 6-12 years, the brand includes a book series, toys, music video, animated webisodes and additional activations that will be released throughout 2011.

More "scary cute" than freaky, Monster High appeals to a younger mainstream audience by bringing together the hip teenage descendants of the world's most famous monsters to brave the "horrors" of high school. The franchise kicked-off in Australia in September 2010 with the first Monster High novel, from the author of the New York #1 Bestseller teen series The Clique, Lisi Harrison. The novel is a page-turner that offers a fresh twist on romance, teen angst and the challenges of fitting in.

Of her involvement, Harrison said: "I am so inspired by this fresh original concept. It's such fun creating a world in which monsters disguised as humans interact with modern day high-school students, it's the most creative project I have ever worked on. I love bringing these colourful characters to life and making them believable. It won't be long before students start wondering if that mysterious new girl in history class is hiding bolts under her scarf!"

The second Monster High book called "The Ghoul Next Door" will be released in April to coincide with the Monster High doll launch.

For more information or Monster High content including webisodes and games, go to: www.monsterhigh.com.au